Industry News

The science of gamification

Published

6 years ago

January 23, 2020

Andy Sekula, Head of Games at Kalamba Games talks about the science of gamification

Gamification is a term coined in the early noughties and is typically understood to be the application of gaming mechanics to non-gaming situations. For the online casino industry, however, the term can represent any gaming mechanic outside of the core game. For suppliers, gamification tools have become essential components of game design over the last few years. Endless time has been spent on trying to create the next big thing and improving the application of gamification tools in order to increase acquisition and retention rates, as well as the longevity of a title.

The traditional definition of gamification describes a science that aims to maximise enjoyment and engagement while motivating people to learn by using game elements. Dozens of books have been written about the topic exploring how the brain reacts to gaming components such as leaderboards, levels and progress bars in a learning environment. Simply put, when you achieve something, dopamine is released, lighting up your brain’s reward centre and encouraging you to do it again. This reaction is what makes gamification tools so effective across multiple industries, from language teaching and fitness apps, making it more fun to achieve your goals.

At Kalamba, we consider most of our game mechanics – certainly anything with RTP directly attached – as being core to the game play experience and not gamified layers ‘on top’. However, we have introduced certain elements such as missions and achievements which look to extend the gameplay beyond that of a classic slot. By maintaining player advances in our missions or other in-game progression features, players can always return to where they left off and continue to strive for their goal. This has delivered substantial improvements in player engagement and retention within our titles.

However, as players get used to the existing gamification offering, they will soon start demanding more, especially as technology advances. So how do we ensure we fully utilise the science of gamification in the gambling industry as we look at developing these tools in the future?

We believe that operators and suppliers could work better together in sharing data to get a better picture of player preference. Operators have a lot of information that suppliers don’t have access to, and vice versa, that could assist in the development process of a new title. Knowing your player and what makes them tick is key and with more data, we can improve the gamification tools offered in a game.

One thing that we believe is currently under-utilised in the industry is the possibility of adjusting the player experience to better match player preferences. The current offering is very much ‘one-size fits all’, but with the technology currently available we will soon be able to dynamically segment players and better cater to their individual requirements.

We also think there are still many things to be learned from social gaming. One concept which has not yet been developed to full potential, for example, is building engagement meta layers within a supplier’s entire portfolio. This means adding another gamification layer buy introducing achievements and missions that are connected between different titles offered by a supplier. Meta layers somewhat resemble the way players help Super Mario on his quest through different levels and worlds to save the princess in Nintendo’s super hit. Including portfolio-wide features would greatly enhance the time spent on each session and ensure players come back to complete their missions.

In our view, gamification is not just a buzzword in the industry but will continue to be an important tool as the casino game sector evolves. Focusing on improving these layers of gamification will no doubt be on the top of our agenda in 2020 and beyond.

AI

Despite AI’s Rise, Fraud Teams Keep Growing — SEON 2026 Report

Published

3 days ago

March 4, 2026

Wladimir P.

despite-ai’s-rise,-fraud-teams-keep-growing-—-seon-2026-report

SEON, the command centre for immediate Fraud Prevention and AML Compliance, has unveiled AI Reality Check: 2026 Fraud & AML Leaders Report, the second iteration of its sector research, derived from a worldwide survey of 1,010 leaders in fraud, risk, and compliance spanning payments, fintech, financial services, retail, eCommerce, and gaming.

The figures reveal an unforeseen narrative: AI is ubiquitous, yet operations are not becoming easier to manage. Currently, 98% of organizations utilize AI in fraud and AML processes, with 95% expressing confidence in its effectiveness; meanwhile, headcount plans rose from 88% to 94% year-over-year, and 83% anticipate budget increases in 2026.

Complexity Is Surpassing Automation

AI has not lessened the workload — it has revealed the extent of work that has always existed. Fraud losses are increasingly approaching revenue growth, threats are advancing more rapidly, and disjointed systems restrict the true potential of AI at scale. Key year-over-year shift:

Leadership’s confidence in their teams’ performance is lagging. The number of leaders who disagreed with the statement, “fraud losses are growing faster than revenue,” dropped by almost 40% from the previous year

Inside the Numbers:

AI is baseline, not experimental

98% already integrate AI into daily workflows (only 2% still planning)
95% are confident AI can detect and prevent fraud (52% very confident)
Top use case: AI/ML for transaction monitoring (30%)

Fraud and AML investment keeps climbing

83% expect fraud/AML budgets to increase in 2026
94% plan to add at least one full-time hire (up from 88% in 2025)
85% plan to add a vendor, 49% plan to replace one

Fragmentation is the bottleneck

95% claim “some integration” between fraud and AML systems
Only 47% run fully integrated workflows; the rest rely on partial connections
80% say getting a unified view of data is challenging

For many, time-to-value remains slow

Only 10% go live in under two weeks
38% take 1–3 months, 24% take 4+ months
When implementations run long, top impacts include increased costs (52%) and prolonged fraud exposure (47%)

Teams are growing, not shrinking

94% plan to increase headcount despite automation gains
85% see AI agents as support/augmentation, not replacement (only 12% see eventual replacement)

Top fraud threats reported:

Account takeovers: 26%
Promo/discount abuse: 18%
Return fraud: 18%

“Fraud and financial crime were supposed to become more manageable as AI matured,” said Tamas Kadar, CEO and co-founder, SEON. “Instead, 2026 is the year leaders are confronting a more complicated reality. AI adoption is real, confidence is high, but the scale and pace of fraud — compounded by fragmented systems — continue to drive increased investment rather than reduced overhead. The bottleneck is no longer whether AI works. It’s everything around it: disconnected data, siloed teams, slow implementations. The organisations that pull ahead will be the ones that unify fraud and AML intelligence, shorten the distance between threats and controls, and treat integration as strategy, not plumbing.”

Fast-Growing Companies Invest in Integration Early

Organisations growing 51%+ are nearly twice as likely as slower peers to report that achieving unified visibility is “not very challenging.” They treat integration as infrastructure, not an IT project.

What’s Next: From “Does AI Work?” to “Can We Trust It?”

With adoption near-universal, the conversation is shifting to governance, explainability and accountability:

78% say decentralised digital identity will become central to fraud/AML
33% cite data privacy regulations (GDPR, CCPA) as the biggest external force shaping AML
25% point to criminals’ advancing use of AI and obfuscation techniques

The post Despite AI’s Rise, Fraud Teams Keep Growing — SEON 2026 Report appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Ashley McCulloch Vice President North America at Evoplay

Evoplay Names Ashley McCulloch Vice President North America

Published

3 days ago

March 4, 2026

Wladimir P.

evoplay-names-ashley-mcculloch-vice-president-north-america

Evoplay, the acclaimed game development studio, has named Ashley McCulloch as Vice President North America, strengthening its strategic emphasis on growth throughout the US and Canada.

McCulloch has over 15 years of experience that includes land-based, VLT, and online gaming. She has occupied high-level commercial positions at IGT and Light & Wonder and most recently worked as Director of Account Management North America at Inspired Gaming Group, where she led strategic account development and assisted with new market entry projects.

In addition to her commercial success, McCulloch serves as a board member for Women in Sports and Events, is part of Global Gaming Women, and was recognized in the 2024 Emerging Leaders in Gaming 40 Under 40, highlighting her influence in the industry.

At Evoplay, McCulloch will lead partnerships, regulatory licensing, product launches, and broader business development efforts as the provider speeds up its growth in the North American market.

Evoplay has secured a significant presence in the area, launching in Ontario via collaborations with prominent operators in the province, such as BetMGM and Caesars Entertainment.

In November 2025, Evoplay made a notable initial move into the United States by joining the lottery sector in Washington DC, establishing a connection to the US online gaming landscape.

With McCulloch’s hiring, the company aims to leverage this momentum and continue its expansion throughout regulated US states.

Ivan Kravchuk, CEO at Evoplay, said: “North America represents one of the most exciting growth opportunities for Evoplay, and Ashley McCulloch’s appointment is a major step forward in realising our ambitions in the region.

“Her extensive experience across land-based and online gaming, combined with her track record in commercial strategy, makes her the ideal person to lead our efforts as we scale.”

Ashley McCulloch, Vice President North America at Evoplay, added: “I’m very excited to be joining the Evoplay team at such a pivotal moment in its growth journey.

“The studio has built a strong reputation for high-quality content, and I look forward to developing partnerships and driving sustainable growth across North America.”

The post Evoplay Names Ashley McCulloch Vice President North America appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Africa

VeliGames Secures SiGMA Africa’s Industry Rising Star Award

Published

3 days ago

March 4, 2026

Wladimir P.

veligames-secures-sigma-africa’s-industry-rising-star-award

VeliGames, a game aggregation platform from VeliTech, has received the Industry Rising Star award at the SiGMA Africa 2026 Awards, highlighting the platform’s swift innovation and significant influence on African iGaming.

The Industry Rising Star award highlights a developing company that displays remarkable potential, creativity, and influence, rapidly positioning itself as a forthcoming leader in the iGaming sector. It emphasizes VeliGames’ dedication to providing not just a content pipeline, but also genuine innovation and a comprehensive growth engine for operators in developing markets.

“Winning the SiGMA Africa Award for Industry Rising Star 2026 is a proud moment for our team. From day one, we built VeliGames with African operators in mind, combining local-fit content, practical tooling, and pricing that makes sense on the ground. We back it all up with hands-on operational know-how from working in the region. That’s what being a true content partner looks like.” Irakli Kakhidze, CEO at VeliGames.

Tailored for Africa’s infrastructure challenges, device characteristics, and user habits, VeliGames provides a performance-oriented casino content layer aimed at thriving in areas where conventional, high-bandwidth aggregation methods struggle. Rather than solely competing based on catalogue size, VeliGames prioritizes the key factors that genuinely contribute to casino success in Africa: speed, accessibility, conversion, and session stability.

The platform delivers content in a highly efficient, mobile-centric setting designed to function dependably amid variable connectivity, restricted device storage, and brief gaming sessions, assisting operators in ensuring seamless gameplay and enhanced player experiences on a larger scale.

Alongside curated third-party titles, the platform includes exclusive in-house content:

VeliPlay: bold, crash-and-fast titles built for immersion, retention, and high replay value
Heaven of 7: high-impact slot content designed for strong engagement, session after session

Visit VeliTech at Stand 096 from March 3-5 to learn why VeliGames was honored as the Industry Rising Star. Discover live game demonstrations, witness performance features in action, and learn how operators can create unique iGaming brands with a platform designed for regional requirements.

The post VeliGames Secures SiGMA Africa’s Industry Rising Star Award appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.